B2B marketing teams are facing growing complexities as they strive to connect with increasingly savvy audiences. The expectations placed on in-house teams have expanded dramatically, with marketers expected to be strategists, data analysts, tech experts, and creative leaders all at once. Wearing multiple hats often leaves teams wondering how to balance priorities, manage resources, and deliver results for their leadership teams.
At the same time, the tools and tactics available to marketers are more abundant than ever. With so many options—from advanced analytics platforms to niche MarTech solutions—deciding where to invest your time and budget can feel like drowning in a sea of tech. And even with the right tools in hand, many teams struggle to align internal efforts with external support, such as leveraging their marketing agency effectively.
These challenges make it clear that understanding B2B marketing trends isn’t just about knowing what’s popular; it’s about cutting through the noise to find what’s practical and impactful for your business.
Find more actionable tips in the 2025 B2B Marketing Mix Report. Download your copy today to see what other marketers are prioritizing and how they plan to allocate their budget.
B2B Trends in Marketing to Watch
Account-Based Marketing (ABM)
Account-based marketing has become an indispensable strategy for many B2B teams, but its evolution is far from over. Modern ABM goes beyond simply identifying high-value accounts—it’s about building comprehensive, multi-touchpoint campaigns that resonate deeply with decision-makers. This approach demands more than just targeted ads or emails; it integrates personalization across content, social media, and even sales efforts.
Platforms that offer real-time insights into account behavior and interests allow marketers to adapt strategies quickly. Try incorporating personalized video messages or dynamic content tailored to specific accounts within your sales outreach emails to boost engagement.
AI & Automation
AI tools like ChatGPT have introduced both excitement and uncertainty for B2B marketers. While the potential for streamlining content creation, customer relationship management, and data analysis is immense, many teams feel overwhelmed by the possibilities. Deciding how to incorporate AI into daily workflows without sacrificing creativity or authenticity can be daunting. Some marketers dive in too quickly, producing generic content that lacks relevance or nuance. Others are hesitant, unsure of where AI fits within their strategies.
The key to using AI successfully is in striking a balance—figuring out which tasks it can enhance and where a human touch is still indispensable. AI is not a replacement for creativity or strategy, but a tool to amplify them. Used thoughtfully, it can help marketers free up time for higher-value tasks while maintaining the quality and personalization their audiences expect.
Customer Experience (CX)
From the moment they encounter your brand to post-purchase support, every interaction with a prospect or customer contributes to their perception of your business. B2B companies that excel in CX focus on creating holistic customer journeys. This means paying attention to small details, like ensuring your website is easy to navigate, as well as big-picture strategies like aligning marketing, sales, and customer service teams.
Tools that provide unified customer data can help companies personalize interactions and deliver relevant content at the right time. CX isn’t just about technology; it’s about empathy. Understanding your clients’ challenges and anticipating their needs can transform a transaction into a lasting partnership.
Data-Driven Decision-Making
Whether identifying customer preferences or predicting future buying behavior, data-driven decision-making enables marketers to fine-tune their strategies and allocate resources more effectively. Predictive analytics is especially powerful. By analyzing historical data, marketers can forecast trends, identify at-risk accounts, and even suggest the best times to launch campaigns.
Just remember that success requires more than just collecting data; it’s about asking the right questions and interpreting the results in meaningful ways. Teams will place even more emphasis on transparency in 2025 as well. Customers are increasingly aware of how their data is used, and businesses that prioritize ethical data practices can build trust while maintaining compliance with privacy regulations.
Visual Content
Visual storytelling is driving engagement in the B2B space. Webinars, explainer videos, and interactive content like quizzes, polls, and virtual demos are gaining popularity, while short-form videos and live streaming are delivering quick, impactful messages. Video content is no longer an add-on—it’s a critical component of successful marketing strategies, delivering info in just a few seconds for busy professionals who don’t have time for lengthy articles.
Another rising trend is the use of webinars and live events to showcase thought leadership. These formats allow businesses to dive deep into complex topics while fostering real-time interaction with their audience. Embedding recordings of past webinars on your website can also extend their value over time.
Social Selling
Rather than relying solely on traditional outreach methods, marketers are using platforms like LinkedIn to connect directly with prospects and share valuable content. This approach prioritizes building trust and fostering genuine connections over time.
But effective social selling means more than just creating a LinkedIn profile and posting occasionally. Consistency is key. Sharing relevant industry insights, engaging with others’ posts, and participating in discussions can establish your business as a thought leader and keep your brand top of mind for potential clients. This is something many B2B companies miss out on because they think social media matters more in B2C. Don’t fall for this myth!
Emerging Technologies
AR, VR, and IoT are no longer futuristic concepts—they’re tools that B2B marketers are beginning to embrace. Whether it’s virtual product demos, immersive training experiences, or IoT-driven campaigns, these technologies offer new ways to engage audiences and stand out in a crowded market.
Tried-and-true platforms like HubSpot, SEMrush, and Databox are also empowering marketers to streamline workflows, measure performance, and uncover new opportunities. We’ve found that every marketer—especially in 2025—should at least take advantage of these seven B2B MarTech tools:
- HubSpot
- SparkToro
- Screaming Frog
- SEMrush
- Databox
- LeadLander
- Hootsuite Media Pro
Hybrid & Virtual Events
Hybrid events blend physical and virtual components to help companies reach a wider audience while still offering the face-to-face interactions that many clients value. Live streaming or offering on-demand content during and after an event can extend the lifespan of the experience and provide accessibility to attendees who might not be able to travel.
Breakout rooms and app-based meetups are also more popular for fostering connections in new and creative ways. Planning a successful hybrid or virtual event requires a thoughtful approach, from choosing the right platform to creating engaging content that resonates with both in-person and online attendees. Learn our top ten webinar tips to help you create better events in 2025 and beyond.
Take Advantage of Top B2B Marketing Trends
The best marketers don’t just follow B2B marketing trends—they leverage them to create strategies that drive results. By adopting innovative tools, enhancing customer experiences, and exploring new technologies, your business can stay ahead of the curve in 2025 and beyond.
Ready to take your B2B marketing to the next level? Read more marketing trend takeaways from the 2025 B2B Marketing Mix Report. Then contact Sagefrog today for a free consultation and discover how we can help you implement these trends and improve your marketing strategy throughout the year.
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